Exploring consumer attitudes towards whey's health benefits

Whey, a byproduct of cheese production, is rich in nutrients and bioactive components, making it a focal point for both environment-conscious cheese manufacturers and health-conscious consumers. This study investigates consumer attitudes toward health and nutritional claims related to whey, particularly amidst a growing interest in minimally processed options. A questionnaire, distributed to 172 participants, assessed general demographics, lifestyle choices, and attitudes towards whey's health benefits. Participants were categorized into two clusters, Nutritional Enthusiasts (NE) and Nutritional Indifferents (NI) by hierarchical cluster analysis. To discern differences between clusters, a nonparametric comparison (Mann-Whitney U test) was utilized. NE participants, who actively incorporate whey into their diets, demonstrate a strong belief in its health benefits, particularly in immune support, body regeneration and vitality. NI respondents largely express the lack of opinion regarding health claims, reporting the taste of whey unbearable (23.1%). The preference among NE respondents underscores a trend toward goat whey (82.4%). Lack of knowledge egsists regarding whey's sugar content, indicating a need for better consumer education. The findings emphasize the importance of responsible marketing that highlights whey's nutritional advantages while avoiding unfounded health claims. Promoting direct purchases from local producers could promote sustainability of small-scale dairy businesses. This research enhances our understanding of consumer trends in whey consumption, emphasizing opportunities to boost product appeal through innovative, minimally processed options.